€20m campaign targets ‘last-minute’ tourists

THE last-minute booking trend among tourists is the focus of a new €20 million campaign to draw British, American and European visitors to Ireland.

Tourism Ireland (TI) is focusing its largest ever mid-year overseas marketing drive on the great value deals being offered by its partners in hotels, B&Bs, self-catering, national cultural institutions and golf courses. TI’s overseas exhibitions will also feature its air and sea carrier partners’ later-than-ever special offers.

Tourism, Culture and Sport Minister Mary Hanafin said: “Over 60% of our overseas visitors arrive between May and September. We must get out there and fight for that business which is the lifeblood of this industry.”

Promotions include: Silver Surfer Summer Savings for those aged 66+; golf deals; car promotions with six ferry operators and bargains with 30 air and sea carriers.

CSO figures for the first two months of 2010 show a decline in visitor numbers to Ireland, in particular from Europe and Britain, with a less severe downturn from North America. This promotional drive is intended to counteract the losses caused by the current disruption to air travel arising from the Icelandic volcanic ash plume.